AT&T Canada & Cisco
Direct-mail campaign to top enterprise decision makers for AT&T Canada Business IP Services. An oversized package built around an executive briefcase replica drove a 21% response rate and twelve attributed sales.
← Back to all workThe objective was a highly-targeted direct-marketing campaign to support AT&T Canada's Business IP Services — and to lock in as many face-to-face meetings as possible with the 300 key Frame Relay customers AT&T considered prime prospects: top enterprise decision makers and IT executives.
Make a case.
Working with the Cisco Powered Network Jumpstart program, what we did was — literally and figuratively — make a case. We designed an oversized package built around a single theme: "The Case for Business IP."
Inside was a life-sized replica of an executive briefcase that was offered to recipients who agreed to take a meeting with an AT&T sales executive. Inside the replica was a brochure and a letter that "made the case" for the service.
Beyond the mark.
The results went well beyond the goals of the initiative. The campaign drove a 21% response rate and twelve sales were directly attributed to the promotion in its first run.
Working with Cisco Jumpstart was a very valuable experience in that they brought a lot of expertise and a lot of resources to the table. They not only had experience launching similar services overseas, but an excellent creative team that could drive our message to the marketplace.
— Alexandra G. Cooper, Manager of Data Services Marketing Communications, AT&T Canada
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